Case History Database

This is the story of putting a mature, big brand back on the growth trajectory after 5 years of decline. To arrest its penetration decline Vegemite needed to broaden its relevance to beyond kids. It did this by empowering and giving scale to the very personal brand usage passion that even lapsed consumers had for the brand. How do you like your Vegemite? transported Vegemite from a forgotten lunch box food to a light adult meal waiting to happen. It created unprecedented engagement and got lapsed consumers eating Vegemite again.

	Head of Planning		Angela Morris
	Executive Creative Director		Richard Muntz
	Group Account Director		Anuj Mehra
	Category Marketing Manager		Karena Ly		Kraft Foods